BtoB
BtoB Marketing Updated (1) The Disappointments of Customers are those Unexpected
Amidst drastic changes happening in our business environment, BtoB companies (whose direct customers are organizations and not consumers) also need new business measures. Japanese BtoB companies tend to be &ld...
Brand
What Brands are Successful in the Multi-stakeholder Era?
Yasuko Watanbe and Shoko Fujikawa, Branding Solution Team The Brand Strategy Survey is a proprietary service of Nikkei Research that visualizes the corporate brand strength of notable 600 companies in Japan, cho...
BtoB
Precision Targeting of Innovators and Early Adopters for Quantitative Future Insights
Toru Yamashita, Head of Future Insights We have successfully categorized people from innovators to laggards, as described in the Diffusion of Innovation Theory (Rogers, 1962), by our unique approach. We will int...
Sustainable
Measuring the Effectiveness of Corporate Sustainability Communications
Tomohiro Ohashi, Executive Officer At a webinar we held recently, we asked the attendees, “How do you evaluate your company's communication regarding sustainability?” More than half answered ...
Sustainable
Nikkei SDGs Management Survey: Latest Trends in Corporate Activities
Director, Nikkei Research SDGs Center Masanori Koizumi In this article, we will explore the following three topics; companies’ (1) progress in promoting SDGs management, (2) progress in taking actions to ...